It’s difficult to take the calm and reasoned long view when you wake up each day seeing red. But the fact remains: Thailand needs to look beyond the immediate political chaos and focus on building its brand.

     So says the doyen of Asian branding, Dr Paul Temporal, and his clarion call to our beleaguered leaders is one that should be heeded. “I haven’t seen Thailand do anything about branding and the government has never had a brand strategy,’’ says Temporal. “When asking about what Thailand stands for as a brand, you don’t know exactly because even they (the government) don’t know.’’

     When each day dawns with blood on the streets a more likely possibility, and a government with an increasingly tenuous hold on power flails about trying to survive, it’s understandable that brand Thailand has been put on the backburner. Prime Minister Aphisit Vejajiva and his shaky coalition have more pressing matters to deal with, to be sure. Indeed, part of the problem is the nasty, brutish and short span afforded to any Thailand government. Power is fleeting, problems are myriad, and it’s irresistibly tempting to leave big, hard questions like branding to the next bunch.

     But what an opportunity there is for Aphisit, in the short time he may be allotted at the helm, to grasp the nettle and get serious about Thailand’s brand. Reds, yellows, pinks, blues … the vivid palette of political instability will fade – hard as that may be to imagine right now – but pressing questions will remain. Should Thailand have a symbol? A colour? A logo? A brand strategy? A brand personality? Because – make no mistake – our neighbours are asking themselves the same questions and the danger is that our political distractions will allow them to steal a march on Thailand. Neighbouring countries also offer perfect beaches, rich cultures, vibrant nightlife, spicy food. Thailand can’t rely on the feel good factor forever and expect tourism to just take care of itself. Clear-sighted, well-planned intelligent action is required.

     Temporal says: “The political problems will have a short-term impact but business will go on and tourists will come back. You better focus on the business side and work on branding for Thailand now. Look around, you will see the global recovery and your economy is growing as well. So, take this opportunity and do it now.’’

     He says the first step for Thailand is to set up a national brand council to outline a brand policy and strategy, indentifying Thailand’s strengths and key selling points and creating a national brand around them. He also suggests that foremost among those key strengths are Thailand’s human capital, product quality and creativity.

    The branding of Thailand is too important to be left in the hands of the Tourism Authority of Thailand, with its vested interests, sometimes myopic view and internal machinations. Temporal is correct – a fresh, concerted effort is needed, and the country’s leading branding experts should be rallied to form a national branding body.

    The push to position Thailand as the region’s leading “creative economy’’ is a start – but that’s all it is. As Temporal points out: “Where is the Tom Ford of Thailand? The government should seriously promote Thai creativity. Thai designers have admirable creativity but they do not have a forum to showcase their talents.’’

    Prime Minister Aphisit must look beyond the red tide. He has the opportunity to create a legacy that future generations will thank him for. Let’s get serious about the business of Brand Thailand before it’s too late.